2019 Winner

BMW

Stage Your Driveway

FCB Canada & Media Experts

GoldBest Use of Media - Best in Out-of-Home/Ambient/Place-Based Media - Budget Under $100,000

The high-net-worth consumer is a tough one to reach and less likely to respond to traditional media, making cost-per-lead potentially costly. So when BMW was looking to promote its ultra-luxury car lineup, it had to get creative. Recognizing that the luxury home shopper is also the luxury car consumer, it hit on an unexpected media placement: driveways. With its “Stage Your Driveway” campaign, the brand inserted BMWs into exterior photos of luxury home listings and also placed its cars at open houses for home hunters to check out. Surrounding neighbourhoods were targeted with mobile and digital ads, which were also sent to lookalike audiences. The campaign generated 37,000 leads and reduced its cost-per-lead by 56% – all for the ultra-low cost of $24,000.

Credits
The Creative

Client: BMW

Client Supervision Name & Title: Director, BMW Brand Management: Sebastian Beuchel National Manager, BMW Brand Communications: Michael J. Oliver Brand Communications Specialist: Melissa Cueva

Campaign Title: Stage Your Driveway

Agency: FCB Canada Chief Executive Officer: Tyler Turnbull

Creative Chief Creative Officer: Ian Mackenzie, Jeff Hilts & Nancy Crimi-Lamanna Group Creative Director: Troy McGuinness & Jonathan Careless Art Director: Zuheir Kotob Copywriter: Jeff Topol

Account Management VP, Managing Director: Chris Perron Group Account Director: Blake Connolly Account Director: Stephanie Montano Account Supervisor: Alex Kreinces Agency Producer: Katherine Forester

Project Management Director of Project Management: Shandi Horovitch Project Manager: Cori Pettit

Strategy Chief Strategy Officer: Shelley Brown Strategy Director: Paul Hanlon

PR: Shannon Stephaniuk, Glossy Inc.

Media Agency Media Experts SVP, Client Service: Kris Davis VP, Managing Director Account Director: Adrian Gaudet
Account Manager: Meghan Kennedy Senior Account Executive: Tim Sabourin Account Executive: Tom Stevens Account Executive: Silan Sever Account Executive: Madison Ramsay

PR Agency North Strategic Vice President: Nicole Grant

Production Credits

Production Company: Fuelcontent
Producer: Katherine Forester
DOP: Scott Drucker
Camera Operator: Scott Drucker
Editing House: Rooster
Editor: Colin Murdock
Transfer Facility: Alter Ego
Colourist: Patrick Samaniego
Online Facility: Fort York
Music House: Apollo
Music Track Director: Harry Knazan